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| Author: | Goldsmith, R. E. d'Hauteville, F. Flynn, L. R. |
| Title: | Theory and measurement of consumer innovativeness: A transnational evaluation |
| Journal: | European Journal of Marketing
1998 : VOL. 32:3-4, p. 340-353 |
| Index terms: | ALCOHOLIC DRINKS INDUSTRY CONSUMERS INNOVATION INTERNATIONAL MARKETING PRODUCTS |
| Language: | eng |
| Abstract: | The article presents findings validating French and German versions of the domain specific innovativeness scale or DSI, which was designed to measure consumer innovativeness for a specific product category. The data came from self-administered surveys of 409 consumers in three countries: the USA (n = 121), Germany (n = 113), and France (n = 175). The study participants completed a questionnaire asking them to describe their wine-related behaviours and attitudes. Data analysis showed that the DSI was uni-dimensional, high in internal consistency, positively correlated as hypothesized with wine usage (criterion validity), positively correlated as hypothesized with knowledge of and involvement with wine and uncorrelated with opinion seeking for wine (nomological validity), and unaffected by social desirability and acquiescence response styles. |
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